Home seclusion and foodservice closures boosted home cooking, the presence of a highly contagious virus heightened consumers’ hygiene levels, and panic-buyers needed additional space to store their extra stocks. This boosted sales in 2020, with Coronavirus (COVID-19) also seeming to have a positive impact on the major appliances performance in 2021 too. However, the coming years are expected to see stagnating growth rates, given the growing economic storm clouds gathering across Europe.
Major appliances saw growth spikes in Western Europe during the pandemic (2020, 2021), after having recorded disappointing performances in 2018 and 2019. Although, for some, the pandemic bought economic uncertainty, for others, it meant extra funds to spend in areas like major appliances given a lack of expenditure on travel or leisure. While some brought forward potential purchases, others decided to upgrade their hygiene standards or storage capabilities with new laundry appliances, dishwashers or refrigeration appliances.
In the UK, where the e-commerce sales share is now at close to two thirds of the market, local consumers have got used to browsing and comparing products online to locate the best possible price or deal, with many then also purchasing appliances online. Retailers and manufacturers are therefore switching to omnichannel strategies.
The EU’s new energy label requirements came into effect from March 2021. All white goods sold in EU countries from this time will need to feature an updated sticker communicating their energy rating, with the current classifications of “A+”, “A++” and “A+++” replaced by a new scale of lettering from A to G, with “A” being the most ecologically sound. This should help drive the development and sales of energy-efficient products, which are better for the environment and should also help keep down consumers’ utility bills.
After the sales spike during the pandemic, major appliances is expected to see flatlining performances in Western Europe over the forecast period, with maturity in some of the bigger national markets and a worsening economic scenario also working against purchases of big-ticket items among local consumers.
Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.See All of Our Definitions
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!